{
  "crd_number": 160052,
  "slug": "prentice-wealth-management-llc-rochester-ny-160052",
  "primary_business_name": "PRENTICE WEALTH MANAGEMENT LLC",
  "legal_name": "PRENTICE WEALTH MANAGEMENT LLC",
  "dbas": [
    "KNIGHTBRIDGE CAPITAL",
    "WERTH WEALTH PLANNING, LLC"
  ],
  "city": "Rochester",
  "state": "NY",
  "country": "United States",
  "cbsa_code": "40380",
  "metro": {
    "cbsa_code": "40380",
    "common_name": "Rochester",
    "msa_name": "Rochester, NY",
    "path": "/advisors/ny/rochester"
  },
  "registration_type": "sec",
  "registration_status": "Approved",
  "registration_date": "2012-04-24",
  "years_registered": 14,
  "period": "2026-10-01",
  "filing_date": "2026-05-26",
  "carried_forward": false,
  "raum_total": 567504623.0,
  "raum_discretionary": 550277246.0,
  "raum_non_discretionary": 17227377.0,
  "raum_band": "500m_1b",
  "raum_band_label": "$500 million to $1 billion",
  "total_employees": 14,
  "advisory_employees": 4,
  "client_count_bucket": "fewer_than_5_in_some_types",
  "clients_by_type": {
    "charitable": {
      "raum": 1565365.0,
      "count": null,
      "fewer_than_5": true
    },
    "individuals": {
      "raum": 416287912.0,
      "count": 974
    },
    "other_investment_advisers": {
      "raum": 3395474.0,
      "count": null,
      "fewer_than_5": true
    },
    "high_net_worth_individuals": {
      "raum": 132025724.0,
      "count": 50
    },
    "corporations_other_businesses": {
      "raum": 14230148.0,
      "count": 5
    }
  },
  "compensation_types": [
    "fixed",
    "hourly",
    "percentage_of_aum",
    "subscription"
  ],
  "advisory_activities": [
    "financial_planning",
    "pension_consulting",
    "portfolio_management_businesses_institutional",
    "portfolio_management_individuals",
    "selection_of_other_advisers"
  ],
  "wrap_fee_participant": false,
  "disclosure_yes_count": 0,
  "states_registered": [
    "CA",
    "CO",
    "CT",
    "FL",
    "MA",
    "MD",
    "NC",
    "NH",
    "NY",
    "PA",
    "TX",
    "VA"
  ],
  "websites": [
    "https://facebook.com/PrenticeWealth",
    "https://facebook.com/bill.prentice.39",
    "https://facebook.com/people/Connie-Ciarico/100011068988191",
    "https://facebook.com/werthwealthplanning",
    "https://knightbridgecap.com",
    "https://linkedin.com/company/436025/admin",
    "https://linkedin.com/company/knightbridge-capital",
    "https://linkedin.com/company/prentice-wealth-mangement-llc",
    "https://linkedin.com/company/werthwealthplanningllc",
    "https://linkedin.com/in/alexandria-prayne",
    "https://linkedin.com/in/amanda-rodriguez-8212a55b",
    "https://linkedin.com/in/anthony-vaccaro-cfa?-ea-cdfa%3F-1892b365%2F=",
    "https://linkedin.com/in/connie-ciarico-2b329213",
    "https://linkedin.com/in/daniellepinckney",
    "https://linkedin.com/in/kaitlynrobles0103",
    "https://linkedin.com/in/kerrin-pestke-fpqp%E2%84%A2-wms%E2%84%A0-9b9129181?lipi=urn%3Ali%3Apage%3Ad_flagship3_profile_view_b",
    "https://linkedin.com/in/madelyndavidson7326611a8",
    "https://linkedin.com/in/michellewerthwwp",
    "https://linkedin.com/in/shawn-tesoro-40b41748",
    "https://linkedin.com/in/stephie-bleier-7892a315a",
    "https://linkedin.com/in/williamprentice",
    "https://prenticewealth.com",
    "https://twitter.com/WJPrentice2",
    "https://twitter.com/prenticewealth",
    "https://twitter.com/sstesoro",
    "https://twitter.com/werthwealthplan",
    "https://werthwealth.com"
  ],
  "iapd_url": "https://adviserinfo.sec.gov/firm/summary/160052",
  "city_as_filed": "ROCHESTER",
  "url": "https://advisorcensus.com/firm/prentice-wealth-management-llc-rochester-ny-160052",
  "display_name": "Prentice Wealth Management LLC",
  "summary": "Prentice Wealth Management LLC is an SEC-registered investment advisory firm in Rochester, NY, registered since 2012, reporting $500 million to $1 billion in regulatory assets under management in its Form ADV filing dated May 26, 2026.",
  "citation": "AdvisorCensus. Prentice Wealth Management LLC (CRD 160052): Form ADV filing data as of October 2026.",
  "registration_type_label": "SEC-registered investment adviser",
  "compensation_labels": [
    "A percentage of assets under your management",
    "Hourly charges",
    "Subscription fees (for a newsletter or periodical)",
    "Fixed fees (other than subscription fees)"
  ],
  "advisory_activity_labels": [
    "Financial planning services",
    "Portfolio management for individuals and/or small businesses",
    "Portfolio management for businesses (other than small businesses) or institutional clients",
    "Pension consulting services",
    "Selection of other advisers (including private fund managers)"
  ],
  "quick_answers": [
    {
      "q": "How is Prentice Wealth Management LLC compensated?",
      "a": "On its Form ADV (Item 5.E, October 2026), Prentice Wealth Management LLC reports these compensation arrangements: a percentage of assets under its management; hourly charges; subscription fees (for a newsletter or periodical); fixed fees (other than subscription fees)."
    },
    {
      "q": "How much does Prentice Wealth Management LLC charge?",
      "a": "Its Form ADV Part 2A brochure dated February 23, 2026 states: Subscription: $2,500 a month (KBC SUBSCRIPTION SERVICES); Flat fee: $195 to $25,000 (financial planning services); Hourly rate: $300 an hour (DIVORCE CONSULTING SERVICES). Fees can differ by service and may be negotiable; the brochure is the complete statement."
    },
    {
      "q": "Where is Prentice Wealth Management LLC located?",
      "a": "Prentice Wealth Management LLC's principal office is in Rochester, NY, according to its Form ADV; the June 2026 filing also lists 1 other office (Schedule D, Section 1.F)."
    },
    {
      "q": "Is Prentice Wealth Management LLC registered with the SEC or a state?",
      "a": "Prentice Wealth Management LLC is an SEC-registered investment advisory firm, registered since 2012. Status as filed: Approved. CRD 160052."
    },
    {
      "q": "How much does Prentice Wealth Management LLC manage?",
      "a": "Prentice Wealth Management LLC reports $567,504,623 in regulatory assets under management in its Form ADV filing dated May 26, 2026 (97% discretionary)."
    },
    {
      "q": "How have Prentice Wealth Management LLC's assets and staff changed since 2021?",
      "a": "In the Form ADV data for Prentice Wealth Management LLC: Regulatory assets under management: $251,811,338 in the October 2021 data and $567,504,623 in the October 2026 data, up 125%. Total employees: 11 in October 2021 and 14 in October 2026. Assets under management move with markets as well as with clients coming and going."
    },
    {
      "q": "What types of clients does Prentice Wealth Management LLC serve?",
      "a": "By number of clients on Form ADV Item 5.D: individuals (other than high net worth individuals) (974); high net worth individuals (50); corporations or other businesses not listed above (5)."
    },
    {
      "q": "Which custodians does Prentice Wealth Management LLC use?",
      "a": "Prentice Wealth Management LLC's most recent Form ADV filing (Schedule D, Section 5.K(3)) lists Charles Schwab & Co., Inc. as a custodian holding 10% or more of its separately managed account assets."
    },
    {
      "q": "Does Prentice Wealth Management LLC report any disciplinary disclosures?",
      "a": "Reports no disclosure items on Form ADV Item 11. The detail of any item is on the firm's SEC record: https://adviserinfo.sec.gov/firm/summary/160052"
    },
    {
      "q": "What changed in Prentice Wealth Management LLC's recent Form ADV filings?",
      "a": "In the March 2026 filing data: Employees performing advisory functions went from 5 to 4. Regulatory assets under management went from $467,163,139 to $567,504,623 (+21%). Changed its office addresses in Baldwinsville, NY."
    }
  ],
  "filing_history": [
    {
      "period": "2021-10-01",
      "regulatory_assets_under_management": 251811338.0,
      "total_employees": 11,
      "filing_date": "2021-05-21"
    },
    {
      "period": "2022-10-01",
      "regulatory_assets_under_management": 358752325.0,
      "total_employees": 11,
      "filing_date": "2022-05-04"
    },
    {
      "period": "2023-10-01",
      "regulatory_assets_under_management": 295262571.0,
      "total_employees": 12,
      "filing_date": "2023-09-20"
    },
    {
      "period": "2024-10-01",
      "regulatory_assets_under_management": 393455154.0,
      "total_employees": 11,
      "filing_date": "2024-03-19"
    },
    {
      "period": "2025-10-01",
      "regulatory_assets_under_management": 467163139.0,
      "total_employees": 14,
      "filing_date": "2025-07-10"
    },
    {
      "period": "2026-10-01",
      "regulatory_assets_under_management": 567504623.0,
      "total_employees": 14,
      "filing_date": "2026-05-26"
    }
  ],
  "recent_changes": [
    {
      "period": "2026-03-01",
      "period_label": "March 2026",
      "notes": [
        "Employees performing advisory functions went from 5 to 4.",
        "Regulatory assets under management went from $467,163,139 to $567,504,623 (+21%).",
        "Changed its office addresses in Baldwinsville, NY."
      ]
    },
    {
      "period": "2026-01-01",
      "period_label": "January 2026",
      "notes": [
        "No longer registered or notice-filed in NE."
      ]
    }
  ],
  "fees_from_brochure": {
    "source": "Form ADV Part 2A brochure dated February 23, 2026",
    "provided_by_the_firm": false,
    "tiers": [],
    "flat_rate": null,
    "stated_range": null,
    "stated_maximum": null,
    "account_minimum": null,
    "account_minimum_may_be_waived": false,
    "minimum_annual_fee": null,
    "planning_fees": [
      "Subscription: $2,500 a month (KBC SUBSCRIPTION SERVICES)",
      "Flat fee: $195 to $25,000 (financial planning services)",
      "Hourly rate: $300 an hour (DIVORCE CONSULTING SERVICES)"
    ],
    "figures": [
      {
        "label": "Planning fee",
        "statements": [
          "Subscription: $2,500 a month (KBC SUBSCRIPTION SERVICES)"
        ],
        "quotes": [
          "The firm charges a fixed subscription fee not to exceed $2,500 per month. Fees are negotiable at the discretion of the Firm’s Managing Partner or Investment Committee."
        ]
      },
      {
        "label": "Planning fee",
        "statements": [
          "Flat fee: $195 to $25,000 (financial planning services)"
        ],
        "quotes": [
          "PWM’s financial planning services are offered on a flat fee basis and determined by the scope and complexity of each individual client, as well as their financial situation and objectives. Our financial planning fees range from $ 195 to $25,000."
        ]
      },
      {
        "label": "Planning fee",
        "statements": [
          "Hourly rate: $300 an hour (DIVORCE CONSULTING SERVICES)"
        ],
        "quotes": [
          "PWM’s consulting service fee is provided on an hourly basis at a rate of $300 per hour. The estimated fee, as well as the ultimate fee charged is based on the scope and complexity of each individual client."
        ]
      }
    ],
    "values": {
      "tiers": [],
      "range_pct": null,
      "max_pct": null,
      "account_minimum": null,
      "minimum_annual_fee": null,
      "planning": [
        {
          "kind": "subscription",
          "amount": 2500.0,
          "min": null,
          "max": null,
          "period": "monthly",
          "service": "KBC SUBSCRIPTION SERVICES"
        },
        {
          "kind": "flat",
          "amount": null,
          "min": 195.0,
          "max": 25000.0,
          "period": "one_time",
          "service": "financial planning services"
        },
        {
          "kind": "hourly",
          "amount": 300.0,
          "min": null,
          "max": null,
          "period": "hour",
          "service": "DIVORCE CONSULTING SERVICES"
        }
      ]
    },
    "quotes": [
      "The firm charges a fixed subscription fee not to exceed $2,500 per month. Fees are negotiable at the discretion of the Firm’s Managing Partner or Investment Committee.",
      "PWM’s financial planning services are offered on a flat fee basis and determined by the scope and complexity of each individual client, as well as their financial situation and objectives. Our financial planning fees range from $ 195 to $25,000.",
      "PWM’s consulting service fee is provided on an hourly basis at a rate of $300 per hour. The estimated fee, as well as the ultimate fee charged is based on the scope and complexity of each individual client."
    ],
    "note": "As stated in the firm's brochure; fees can differ by service and may be negotiable."
  },
  "custodians": [
    {
      "name": "Charles Schwab & Co., Inc.",
      "name_as_filed": "CHARLES SCHWAB & CO., INC.",
      "affiliated": false
    }
  ],
  "custodians_note": "Custodians holding 10% or more of the firm's separately managed account assets, as filed on Form ADV (Schedule D, Section 5.K(3)). A custodian holds client assets; it does not endorse or supervise the firm. AdvisorCensus has no relationship with any custodian.",
  "markdown_url": "https://advisorcensus.com/firm/prentice-wealth-management-llc-rochester-ny-160052.md",
  "clients": [
    {
      "type": "individuals",
      "label": "Individuals (other than high net worth individuals)",
      "count": 974,
      "fewer_than_5": false,
      "raum": 416287912.0
    },
    {
      "type": "high_net_worth_individuals",
      "label": "High net worth individuals",
      "count": 50,
      "fewer_than_5": false,
      "raum": 132025724.0
    },
    {
      "type": "charitable",
      "label": "Charitable organizations",
      "count": null,
      "fewer_than_5": true,
      "raum": 1565365.0
    },
    {
      "type": "other_investment_advisers",
      "label": "Other investment advisers",
      "count": null,
      "fewer_than_5": true,
      "raum": 3395474.0
    },
    {
      "type": "corporations_other_businesses",
      "label": "Corporations or other businesses not listed above",
      "count": 5,
      "fewer_than_5": false,
      "raum": 14230148.0
    }
  ],
  "disclosure_line": "Reports no disclosure items on Form ADV Item 11.",
  "disclosure_items": [],
  "indexable": true,
  "suppressed": false,
  "claimed": false,
  "enhanced": false,
  "provided_by_the_firm": null,
  "source": {
    "name": "Form ADV",
    "as_of": "2026-10-01",
    "iapd_url": "https://adviserinfo.sec.gov/firm/summary/160052",
    "operator": "BH Monitor Services, LLC",
    "license": "https://creativecommons.org/licenses/by/4.0/",
    "credit": "AdvisorCensus (advisorcensus.com), from SEC Form ADV data"
  }
}